Burak Özbaşoğlu Email & Phone Number

Istanbul, Turkey

Since 1988, as Umur Group, we continuously aim to be the best in our sector with our cutting-edge technology, customer-oriented approach, and management principles. We offer high-quality service and a wide range of products to our local and international customers all around Turkey and (more than 45 countries) 5 continents; through 130.000 m2 area of.

İstanbul, Türkiye

• ☆Specialized in transforming small to mid-sized family businesses into corporate infrastructure.
• Business Development
• Go to Market strategy management
• RTM / Sales and Marketing strategy development
• Determine and consult on IT infrastructure needs
• Define and give guidance to attain necessary quality standards

Istanbul, Turkey

• ☆Gathered a highly competitive and talented management team executing a major infrastructural change, and re-engineered all the functions, and measurement systems that transformed a family business (Team of 330) into a.
• Re-Positioned/Re-Launched 100 products overall 400 SKUs with the new branding and Moved t`Wee baby` brand from number 4 position to number 2 after Avent within 2.5 years.
• Introduced: “Univera” (Sales Automation System), “Veribase” for sales route optimization and visit quality management, and “AXATA” Warehouse Management system for optimizing and handling goods and optimizing shipment.
• Increased market shares in bottles and soothers by 1000 bps in pharmacy channel and reached 50% share nationwide through the placement of best quality systems as well as new designs of products.
• Revised RTM strategy and secured 100% numeric distribution in key accounts (new entry to 9000 outlets) and built a new distribution network for local supermarkets nationwide and in total established penetration in.
• Re-engineered and renovated product lines with new molds thus launching 20 new SKUs within the first 2 years, contributing 20% of incremental sales.

Istanbul, Turkey

• ☆Assumed accountable for restructuring and transforming G2M - With $200M Turnover, (Leading foodservice B2B - HORECA sales and distribution company with app 1000 employees, 11 distribution centers, and 350 trucks) with.
• With the launch of 2 new Private Label brands in the “Meat” and “Fresh Fruit and Vegetables” categories grew fresh meat category by 153% and the Fresh fruit and vegetable category by 35%.
• Developed import product strategy and launched the new product range with 90 SKUs.
• Strategized and restructured pricing approach and launched a new peer pricing model with the product and customer segmentation.
• Recognized for rationalizing SKU from 15.000 to 11.000 to identify the price and product options.
• Pivotal in redefining channel and customer and product offerings for 10.000 customers that enhanced key account sales by 30% with new products sold specifically to these customers.

Istanbul, Turkey

• ☆Led team of 160 people with $80M sales turnover in food services (B2B) OOH channel with six regional hubs, including warehousing, sales, and logistics services that reached more than 3000 customers (HORECA) nationwide.
• Delivered executive-level leadership in spearheading and operationalizing the company’s functions to realize a simpler and more organized structure.
• Leveraged transition from low margin to high margin product offerings by identifying current market trends.
• Achieved positive Ebitda within five months in a raw after loss-making five years.

Istanbul, Turkey

• ☆Formulated and implemented commercial strategy across the company and realized total MSD sales to retail wholesalers (Like WBA, Selçuk) management of hospital tender operation, and pharmacy channel operation in a.
• Built the first pharmacy sales team for promoting brands and preventing switch-outs. Introduced loyalty program to 8000 pharmacies targeted through a new pharmacy segmentation approach worked out with IMS.
• Re-designed commercial strategy that enabled MSD to become faster, flexible, and much more result-oriented with less trade spent to cope with generic competition and improved wholesaler engagement via a new performance.
• Boosted overall MSD IMS sales by 13%, improved MSD generic franchise IMS sales by 19% in the first half, and realized 18 points of improvement in generic portfolio YTD JUNE 2011 vs. 2010 FY (100 vs. 82).

Istanbul, Turkey

• ☆Responsible for the performance of Gynecology (Team of 130), Urology and OTC (Team of 155) business units☆Selected Contributions:
• Managed and strengthened commercial relationships with business partners, including Sevenseas, Gifrer, Schwabe, Ithalfarmaco, and Medinova.
• Led and streamlined brand building and trade marketing activities for improved SOV via digital and guerrilla marketing.
• Led and ensured the successful launch of category management in the pharmacy channel, including the introduction of in-store shelf management, visibility, and consumer communication.
• Responsible for 13 brands: SevenSeas Capsules, Seven Seas Syrups, Multibionta, Minadex, Umca, Dentinox, Gifrer, Lifta, Norlevo, Prostagood, Ferplex, Gynoflor, Maxaljin & Oroheks Plus.
• Recognised for increasing market value by 29% while the market grew by %17 in the consumer care category.

Istanbul, Turkey

• ☆Provided annual strategic plan/budget to headquarters (3 – 9 years outlook). Ensure that the economics of the business remains in line with business plan assumptions and agreed budget. ☆Responsible for corporate.
• Improved EBIT by +1.2% points and closed 2008 with 12.8%
• Reached numeric distribution of 18.000 outlets in out-of-home that strengthened the service and solution provider positioning of the group.
• Improved distribution from 45 to 57 cities and 83 distributors and tripled revenue with a CAGR of 30% over 6 years
• Changed IT infrastructure of distributors and launched “Sales Automation System “nationwide which also enabled to manage and measure channel-based sales/marketing campaigns and trade spend management.
• Mentored and guided Azerbaijan Country business manager with OOH channel strategy development in Baku.

Istanbul, Turkey

• ☆Joined Management Committee with full P&L responsibility for Foodservices (B2B) Business Unit with continuously improved and achieved bottom-line.
• Continued CAGR of 30% over 2 years.
• Reached 57% market share in OOH in beverages by Building NESCAFE Instant coffee brand and reached 60% market share in vending in the trade as the #1 preference of the consumers in 2007.
• Continued to hold the #1 position in vending and reached 14.000 vending systems.
• Improved distribution from 35 to 45 cities and finalized IT infrastructure of distributors and launched “Sales Automation System “nationwide.
• Carried loss-making culinary business to break even through product–channel segmentation and new product range introduction.

Istanbul, Turkey

• ☆Full P&L responsibility for Foodservices (B2B) operations (product portfolio of food, beverages, and dairy) in Turkey, managing team of marketing, Traditional trade, Catering, Key Accounts, Vending & Industrial sales.
• Reversed loss-making Foodservices Business Unit (-3.8% EBIT) to a profit generator at EBIT level with an improvement of 870 bps points from 2003 to 2004.
• Responsible for setting the long-term strategy and product-channel positioning.
• Re-designed product and channel segmentation to optimize the allocation of resources for growth and long-term RoI.
• Improved marginal contribution by 400 bps while introducing a full beverage product portfolio to be the ultimate product and service supplier.
• Grew coffee category by building new businesses through new channel development (ex. Transportation business =NESCAFE Sachet 40m cups = 19% EBIT) and creating new consumption moments for consumers.

Istanbul, Turkey

• ☆Managed annual and long-term budgeting, trade spent, credit terms, sales forces, and distribution for food (NESCAFE, NESTLE, MAGGİ, NESTLE beverage systems) and dairy (NESTLE MİS Long life and pasteurized range).
• Overachieved volume target by %70 with annual real internal growth of %46,5
• Re-structured sales and distribution by shifting from direct sales to distributor sales in the Catering channel.
• Increased the number of distributors from 8 to 17 while increasing revenue by %25 and numeric distribution by %40 in 4 months.
• Built telesales infrastructure including the software and field implementation for improved customer satisfaction

Istanbul, Turkey

• ☆Managed brand management and trade marketing functions of 7 brands (Calve, Sana, Knorr, Aymar, Komili, Dorina, Frita) and 100 sku’s in 3 sub-categories targeting out-of-home channels.
• Setting up B2B channel strategies, preparing sales strategies, sales estimations, pricing scenarios, and pop management to accomplish profit targets.
• Observing competition, market trends, and customer needs. Assess opportunities and develop/propose innovation and develop/implement action plans.
• Analysing competitor strategies, conducting wargaming scenarios, and implementing global category strategies.
• Designed and processed B2B channel-based sales and marketing approach through a new restructuring of the sales and distribution system.
• Reconfigured brand portfolio with the 3-innovation launches and 4 re-launch campaigns with profitability of % 18.

Gaziantep, Turkey

☆Maintained a high level of sales productivity by setting the targets and the policies that the sales representative should be following and ensuring motivation through management skills/incentives and managed distributors in line with company policy and market conditions.

Senior Executive Development Programme, Orchestrating Winning Performance

Professional Certified Coach, Mentoring & Coaching

Leadership Program

Mba, Marketing

Bs, Economics

High School Diploma